Presentation at DayOne Experts event on digital nudges and behavioral economics in healthcare in Basel 11 April 2018

1. From Plush Pets to Chatbots
Digital Nudges in Healthcare
April 11th 2018 | DayOne Innovation Hub Basel
Maurice Codourey
UNIT X | xperts on demand for Neurocommunications

2. 2
Invitation to a learning world
The «didactic morpheme» as per
Kösel (1993); following a planned
structure & drift zones/learning
paths (chreodes), discovering &
collecting knowledge, the teacher
is a support unit
Kösel, E 1993, Die Modellierung von Lernwelten.
Ein Handbuch zur Subjektiven Didaktik, Laub, Elztal-Dallau.
Constructivistic Didactics

3. 3
The hospital is an engaged neighbour > 7fold Parcours
bit.ly/TeddyKlinik
Nudge: Reduce fear

4. 4
Playful encounter with simulated hospital processes
> at the hospital’s Open Door Days, 2011 (Big Day)
> 2700 visitors, 6 hours, 230 plush pets treated
> 2013: 1200 visitors, 205 plush pets treated (Small Day)
> Höngger Wümmetfäscht 2013: 10k+ festival visitors,
> 300+ plush pets treated, 2 days, the road show version
> Publication 2013: bit.ly/NudgeRocks
> Teddyklinik is a registered Trade Mark of Stadtspital Waid at ige.ch,
licenses agreed with other hospitals, additional strategy field «Quartier» embedded
Teddy Klinik Stadtspital Waid

5. From Unplugged to Mobile
The digitized Nudge Shift

6. 6
2017 thenudgeawards.com; category People’s Choice
The Ogilvy Nudge Awards
The Quit Smoking Chatbot > bit.ly/NudgeBot
Challenge: Improve «Stoptober» Campaign
in its 5th year
The Nudge & the Chatbot

7. 7
The yearly 4 weeks campaign
«We needed to distract them, boost their resolve and
help them beat those cravings»
World’s first quit smoking chatbot,
daily mobile messages to keep quitters
motivated - the bot shared hints & tips
interacting with quitters, SOS function
Outcome
3,000 people stay quit throughout Stoptober, no media spend,
92% of survey respondents found the tool helpful,
75% claimed they were now smokefree > general info NHS bit.ly/StoptoberHome
Public Health > Stoptober

8. Libertarian Paternalism,
Choice, Digital Shift
UNIT X | Workshops and Projects
imito.io | clinical documentation & collaboration project
West Pom. University of Technology Szczecin | Lectures
codourey@unit-x.ch